If you’re a country music fan, you might recall the 1995 Tim McGraw hit “I like It, I Love It.” The repeated refrain goes on to say “… but I like it, I love it, I want some more of it.” How does this apply to your brand? In many ways.

If your consumers like your brand, that’s a good thing. For a start. If consumers like your brand, there’s a pretty good chance they might come back again.

If your consumers love your brand, that’s even better. But you’re just getting the engine started. If consumers love your brand, there’s a pretty good chance they will not only come back to you again but also choose you over your many competitors.

If your consumers want some more of your brand, you’ve struck branding gold. If consumers want some more of your brand, they’re much more likely to be thoroughly dedicated to it, saturated with its messages and prone to spreading the good word about it to their friends and family. This is the pinnacle for which your brand should aspire.

And that’s really where you want your brand to be. Liking it is a good thing. But simply liking something is ephemeral, fleeting and shallow. Loving it is better but still not deep enough. To establish a firm brand hold on your consumers, you must devote the time, energy and resources to move the needle to “want some more of it.”